DEAR TOILET PAPER COMPANIES: WIPE AWAY YOUR MARKETING GAMES

Marketing teams are like shopping ninjas. Out to murder your budget. Just when you think you’re going to stick to your list BAM! Sales! Bonus items! Mega rolls! Celebrity endorsements! Colorful packaging! Cute animals! Health buzzwords! Targeted ads! You name it, I can almost guarantee a marketing department has tried it. Why not, though? That is quite actually their job. To make you buy a certain product over its competitors. Or, in other words, to pay for the marketing people’s jobs. It’s a very survival of the fittest kind of career.

Don’t get me wrong, I’m not immune to their stealthy skills. I would actually classify myself as a marketer’s dream purchaser. Swayed easily by packaging, deals, and special ads that clearly are a result of the Internet listening to my private life. I don’t care. Listen, I’ve ended up with some amazing products that I didn’t know I needed in my life thanks to targeted ads. In fact, I now actively start vocalizing bigger purchases weeks in advance so I can get a nice coupon. Although, if we’re being honest, it doesn’t have to be big. If I need more food I throw that out into the universe as well. Google’s fuzzy privacy laws have yet to let me down is all I’m saying.

Where was I going with this? Oh, right! Gullibility! So the other day I was in the toilet paper aisle and it dawned on me that I don’t know what a regular sized roll is. Does anyone? Every single company, let me repeat, every single company has a mega roll as their baseline product. Which, supposedly, is 4 regular rolls. And I would kindly like to call bullshit. Literally since as early back as I can remember in life, the so-called mega roll is a regularly sized roll of toilet paper. If I cut that down by 4 I would have 25% of a normal roll left. That’s it. There are no extra sheets in there. 

It’s also most curious how a lovely 2-ply 1000 sheet roll is slightly bigger than a nice, plush mega roll (the size of FOUR regular rolls in case you’ve already forgotten). What is this nonsense? And where did the four multiplier come from? And that’s just one of the options. Then there’s the jumbo roll, which, apparently, is even bigger. The size of five regular rolls one could say. At what point did mega become the standard? It for sure wasn’t recently enough where we can still use it in marketing. Surely.

Did people in the past not wipe? How many rolls came in a regular, fits under the sink, pack? 48? Was it simply a commodity? Is that why the rolls were so tiny? I cannot comprehend how we would have survived the COVID TP crisis with mere regular sized rolls. And that’s only half of the puzzle when it comes to paper of the toilet. After you’ve blown your mind and stressed yourself out deciding if mega will even be enough for your family, then you have the soft versus strong issue. Why can it not simply be both?

I’m going to say it, I don’t understand this marketing scheme. It’s a lot like the left Twix, right Twix DEBACLE. Soft toilet paper is like a luscious paper towel and is too thick. Strong toilet paper is not as nice to the places you’re wiping. I don’t want one or the other, I want both. I need one that is both soft and strong so I can enjoy the go as my favorite modern day care bears keep wishing for me. To make matters worse, they now have ultra soft and ultra strong. Like, I either want to wipe with a blanket or an axe – there’s no in between. And what do each of those new distinctions get us? Higher prices! Because it’s shiny and new and “better”.

Can I just say that I’m over it. I feel like our marketing efforts started with good intentions, then became a competition, and have gone awry. How much softer can ultra soft possibly be than soft? At the end of the day, it’s just a piece of paper that will get used to wipe your unmentionables and then flushed into the sewer system. Think about that when a T-Rex roll comes out in a scented, plush style. 

Alright, jumping off my pedestal for now. If you know someone who would enjoy this post and want to share it with them, that would be awesome. Sharing is caring, after all. Don’t forget to subscribe to get these in your inbox twice weekly and follow TRP on Twitter for frequent musings. Thanks for reading!


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